The 2027 marketing plan is due in January, the budget conversation has already started and somebody senior has asked for a slide on trends. You’ve got a folder of predictions from agencies and analysts and not much time to turn them into a plan.
These are the fintech marketing trends we’d plan around next year, each with what to do about it.
Buyers are finding you through AI answers
A lot of research now starts with a question typed into a search box or an AI assistant. The first thing the buyer reads is an answer, with a few sources underneath. Google brought AI Overviews to the UK in August 2024, so plenty of your buyers have been reading AI summaries above the search results for more than two years.
That changes what good content looks like. AI tools tend to quote pages that answer a question clearly in the first line under a heading, carry a named author with real expertise and are structured so a machine can tell what the page is about. Buyers want exactly the same things from a page.
Rewrite your headings as the questions your buyers ask, put the answer in the first sentence underneath, add a named expert to every article and check your site has the structured data search engines use. An llms.txt file that tells AI tools what your company does is a quick addition too.
Named people beat company pages
Fintech buyers want to hear from people who know what they’re talking about and they trust them more than they trust brochures. In the 2024 Edelman and LinkedIn B2B Thought Leadership Impact Report, 73% of decision-makers said an organisation’s thought leadership was a more trustworthy basis for judging its capabilities than its marketing materials and product sheets.
That’s why posts from your CEO, your head of risk or your product lead tend to travel further than anything from the company page. The hard part is time, because the people with the best opinions are usually the busiest.
Pick two or three people with real expertise, interview them for half an hour a month and turn what they say into posts and articles in their own voices.
Compliance moves into the content plan
Every fintech marketer knows the feeling of a good line coming back from compliance as something nobody will remember. A lot of teams are fixing that by bringing compliance in at the planning stage.
Social media has made this more pressing. The FCA’s finalised guidance on financial promotions on social media says each promotion has to be standalone compliant, so a post has to meet the rules on its own.
Keep a library of claims and wording compliance has already approved, put the evidence next to every claim in the first draft and agree a turnaround time for sign off. We wrote about this for advice firms in our guide to digital marketing for financial advisers and most of it applies to fintechs too.
Fewer, bigger pieces that go further
A whitepaper or a research report takes weeks to get through sign off. Too often it gets one post on launch day and then sits behind a form.
In 2027 it’s worth planning the big piece and everything that comes out of it at the same time: two or three articles, LinkedIn posts for the company and its leaders, a follow up email for sales, slides for the sales deck and an FAQ for search. Compliance sees it all once and the report keeps working for months.
For your next big piece, plan the spin off content before you write a word. Our ebooks and whitepapers work is built this way.
Video from people who know the product
Short videos of your experts explaining one thing each are one of the easiest ways to show buyers who they’ll be dealing with. Good sound, decent light and someone who can explain a product clearly to a stranger are all they need.
Record your experts answering the questions sales gets asked most often, then cut each recording into clips for LinkedIn, the website and your emails. Our video and social media team can help with this.
Email and owned audiences matter more
Algorithms change and AI answers can send fewer clicks to your site. An email list is one of the few channels you own.
Send something useful every month, write it from a named person and make the subject line specific. We covered this in more detail in fintech email marketing that people open.
Content for the whole buying group
When a bank or a large firm buys from a fintech, the person who found you is rarely the only one reading. IT will want to know whether you fit their systems, risk will head straight for how you handle data, while compliance, procurement and finance all turn up with questions of their own. Each of them goes looking for answers on your website.
Write a page or two for the people who aren’t your main contact. The security page is a good place to start, because it gets read so closely.
Proof beats promises
Every fintech says it’s fast, secure and trusted. Buyers have heard it so often that it slides straight past them. What they remember is a named customer, a number you can stand behind and a story about how a real problem got solved.
Get two or three case studies signed off this year, even short ones. Then use them everywhere. Our case studies page shows how we do this for our own clients.
Which fintech marketing trends should you act on first?
Start with the ones that use what you already have. Rewriting your best articles so they answer questions clearly costs nothing but time. So does getting your experts on record. Then plan your next big piece with everything that will come out of it, before you spend money on anything new.
Want help with your 2027 content plan?
We’ve been planning and writing content for fintech and financial services firms since 2020. We can build your 2027 plan, interview your experts, write the articles, whitepapers and posts and get it all through compliance.
If you’d like a plan that holds up past January, Book a call.